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After launching a new website and URL in August 2015, the Pocono Mountains Convention and Visitors Bureau (CVB) wanted to increase their e-newsletter database.

With a new change in direction, they wanted to have a "clean" database and sought strategic ways to increase their subscription base. To begin, they established a re-engagement campaign and started using Distribion to ignite their email program. However, they were aware that they still needed to do more, so they increased budgets for all aspects of digital (such as PPC, Facebook and Twitter) to further push e-newsletter sign-ups.

The Simpleview team understood the importance of not only driving the right audience to Pocono's website, but also ensuring the traffic went to pages that aligned with the CVB's goals and user's behavior. The e-newsletter funnel was evaluated through a seven step process, which identified areas where visitors were
experiencing a distraction, and eventually, dropping off the site.

Through this analysis, Simpleview identified two areas that needed immediate attention and testing; the first was the e-newsletter sign-up page. After performing a mouse tracking analysis using heatmaps and click maps, it became apparent the top-level navigation could be distracting and affecting conversions. Ultimately, the decision was made to remove the top-level navigation on that page and run a test.
The second item to address was the Things to Do page, as it was one of the most visited on the site, yet had a below average conversion rate for e-newsletter sign-ups. By making the e-newsletter widget more prominent, they would increase conversions and achieve their goal for this page.

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Luke Johnson
Senior Account Manager, Simpleview